ABOUT ME
Dutch/Moluccan communications and multi-media designer, based in Amsterdam. Bachelor’s student of Communication and Multi-media Design at HvA (Hogeschool van Amsterdam).
Esi Tanala – They who gaze/see, a (possible) translation of my family name “Sitanala” in Asilulu, an almost forgotten language of Maluku.
Pa’o (Asilulu for “descendants”) – As a descendant of the Moluccan KNIL soldiers who were forced to migrate to the Netherlands, I have a task of decolonisation. A struggle that is of importance to me as a designer, to create awareness of my culture in the Netherlands and to give a voice through my designs.
INTERESTS
As a designer I care about ; personality, cultural identity, timeless designs, designs that matter.
Designing for Culture & Identity
I am drawn to projects that explore the essence of a place, a community, or a heritage. Whether it’s a family-owned creperie in Lithuania, Moluccan intergenerational history, or a student bar, I seek to capture the identity of people and places through design.
Design with Meaning
I don’t design for surface-level aesthetics alone. My work aims to connect with deeper layers of meaning — storytelling, inclusivity, emotional resonance, and cultural sensitivity. For me, design should matter to those who see it, use it, and live with it.
Research-Driven Creation
I love combining creative methods with research — digging into history, language, personas, or user behavior to inform design decisions. This ensures the results are grounded, thoughtful, and relevant.
Expressing Personal & Collective Stories
Some of my most meaningful projects come from personal or cultural roots. I am interested in using design as a medium to express memory, identity, and even pain, in ways that can connect with others emotionally.
DESIGN QUALITIES
As a designer I am ; driven, have an eye for detail, optimistic, empthatic, realistic, open, careful, trustworthy/reliable, goal oriented and personal.
Organizational & Professional
Organized & Reliable – keep communication structured and efficient.
Practical Designer – create layouts and solutions that are functional and easy to implement.
Efficient – adapt tools and workflows for quick results.
Professional Communicator – present ideas clearly to stakeholders.
Adaptive Learner – quickly pick up new tools and methods in professional contexts.
Creative & Visionary
Creative Visionary – craft and evolve cohesive brand or project identities.
Conceptual & Immersive – design experiences that go beyond visuals into atmosphere and feeling.
Storytelling through Design – turn functional objects into narratives.
Emotionally Powerful Storytelling – create work that deeply resonates with people.
Identity-Driven Designer – capture the essence of people, communities, and culture.
Versatile – work across UX, UI, web design, visuals, and identity.
Community & Inclusivity
Community-Minded – see design as part of a living, breathing hub.
Inclusive & Responsible – ensure communication is welcoming, neutral, and safe for all.
Empathetic & Engaged – listen closely and integrate the voices of others.
Collaborative – work effectively in teams, with clients, or by engaging the community.
Culturally Rooted – integrate heritage, language, and history into creative work.
Culturally Sensitive – respect and amplify uniqueness in community-based projects.
Research & Exploration
Analytical – translate research insights into design decisions.
Research-Driven – ground concepts in cultural or historical material.
Methodical & Inventive – create and apply new research methods.
Curious & Explorative – investigate deeply across different topics.
Reflective Practitioner – use research for understanding as much as for outcomes.
Personal & Courageous
Deeply Reflective – turn personal and cultural pain into artistic expression.
Courageous – address sensitive and vulnerable themes publicly.
Facilitator – lead and host workshops for others.
Adaptive – apply methods flexibly to changing challenges.
Creative Influence – leave an impact beyond the time of direct involvement.